IGN partners with Pearl & Dean for Mass Effect 3 campaign

Online gaming publisher IGN Entertainment and cinema sales house Pearl & Dean have tied up on a promotion for pre-orders for 'Mass Effect 3', the forthcoming game from Electronic Arts.

Mass Effect 3:IGN Entertainment and Pearl & Dean link up for promotion
Mass Effect 3:IGN Entertainment and Pearl & Dean link up for promotion

The campaign, brokered by MediaCom, encourages cinemagoers and gamers to vote for their favourite sci-fi movies through a bespoke 'Mass Effect 3'-themed microsite.

Cinemagoers can vote in any of the 35 cinema foyers across the UK, currently equipped with Pearl & Dean's interactive touchscreen digital six-sheets. 

Fans will also be able to get tickets to see the winning movie, which will be shown at six locations across the UK on Wednesday 7 March – including the Prince Charles Cinema, Leicester Square, London – thanks to Pearl & Dean.

Adam Hopkinson, commercial director, IGN Entertainment UK, said: "Gamers love the 'Mass Effect' series for its cinematic visuals and strong sci-fi storyline, and we wanted our 'Mass Effect 3' pre-order campaign to celebrate the final game in the trilogy the best way we could.

"By teaming up with Pearl & Dean and their innovative interactive screens in-cinema, we can really engage film and games fans with the 'Mass Effect' brand as they name the UK’s favourite sci-fi movie.

"In this increasingly competitive landscape, complementary media owners should routinely work in partnership to deliver additional value for clients. This will be the first of many collaborative campaigns from IGN." 

Allison McBride, innovations account manager at Pearl & Dean, said: "We are delighted to be collaborating with IGN on this campaign and the timing couldn't be better, as current releases like 'Star Wars Episode 1' in 3D and 'Ghost Rider: Spirit of Vengeance' are drawing 18- to 34-year-old males into cinemas."

The game will be available for PlayStation 3, Xbox 360 and PC from Friday, 9 March.

Follow Daniel Farey-Jones on Twitter @danfareyjones


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Campaign Big Awards: video

Campaign Big Awards: video

Abbott Mead Vickers BBDO's Ian Pearman and Forsman & Bodenfors' Björn Engström reflect on a successful night at the Campaign Big Awards on Wednesday evening.

Share
GMG chief Andrew Miller calls on 'dominant' BBC to share content with competitors

GMG chief Andrew Miller calls on 'dominant' BBC to share content with competitors

Andrew Miller, the chief executive of Guardian Media Group, has urged the BBC to allow newspapers access to raw news feeds and to tap into its back catalogue.

Share
Media Week Awards 2014 celebrates outstanding talent and creativity

Media Week Awards 2014 celebrates outstanding talent and creativity

The UK's vibrant commercial media sector celebrated the year's best work at the Media Week Awards last night, attended by 1,400 executives from agencies, media owners, advertisers and production companies.

Share

Get news by email